Aiayu, founded in Copenhagen in 2005 by Maria Høgh Heilmann and Maria Glæsel, is built on a foundation of sustainability, craftsmanship, and responsible production. The brand’s name, meaning ‘soul’ in Aymara, reflects its dedication to creating products with integrity and care. Aiayu began in Bolivia, where Heilmann partnered with a local yarn manufacturer and helped establish the country’s first ethical knitwear factory, supported by the Danish International Development Agency.
The brand specializes in homeware items such as towels, pillows and sheets, crafted by artisans in Bolivia, India, Nepal and Europe. Aiayu’s materials-first approach centers on natural, responsibly sourced fibers like organic cotton and llama wool, prioritizing undyed and mono-material products to reduce environmental impact. Certified standards like GOTS and the Responsible Wool Standard ensure quality and sustainability at every stage.
Aiayu values long-term relationships with its production partners, many of whom have worked with the brand for over a decade. These collaborations preserve traditional techniques such as hand weaving and knitting while supporting local economies. The brand also minimizes its chemical footprint through GOTS-certified processes and water recycling systems, ensuring ethical and environmentally-conscious production.
Aiayu’s thoughtful designs embody a commitment to preserving nature and celebrating the artisans behind their creations. Explore their range at the WLLW Shop.
Aiayu, founded in Copenhagen in 2005 by Maria Høgh Heilmann and Maria Glæsel, is built on a foundation of sustainability, craftsmanship, and responsible production. The brand’s name, meaning ‘soul’ in Aymara, reflects its dedication to creating products with integrity and care. Aiayu began in Bolivia, where Heilmann partnered with a local yarn manufacturer and helped establish the country’s first ethic...
